22 Sep 2017
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AppsFlyer introduces ad revenue attribution for mobile apps

MUMBAI: AppsFlyer, which offers mobile attribution and marketing analytics, today announced its new ad revenue attribution solution. This first-to-market solution enables mobile publishers to take all sources of revenue—including advertising—into consideration when assessing the overall lifetime value (LTV) of their users. This allows for a holistic approach when optimising their user acquisition efforts.

At launch, the ad revenue attribution is available across several key in-app advertising providers, including: AdColony, AdMob, AppLovin, Chartboost, ironSource and Unity Ads. The product is now out of beta and available for AppsFlyer customers worldwide.

“AppsFlyer’s ad revenue attribution supports all of the ad networks we work with to monetise our app and as such, this was the final piece needed in our revenue puzzle. To date, our games have accumulated more than two million monthly active users and have served over 150 million ads. Our marketing teams are accessing even more comprehensive revenue data now, providing a strong advantage in a highly competitive space,” said FuturePlay games analyst and one of the first to test the product Camilo Fitzgerald.

App Annie’s recent App Monetisation Report forecasted that in-app advertising revenue will reach over $50 billion this year and will grow to over $70 billion by 2020, marking an increase in the share of total app revenue from 58% to 62% from 2015 to 2020. As such, ad revenue attribution will be of increasing importance in the future, particularly among gaming, utility and lifestyle app publishers whose business models rely heavily on ad revenue.

“Mobile publishers want a 360-degree view of their marketing, and it’s crucial to measure the impact in-app advertising plays in driving user engagement and publisher monetisation. With the right mix, acquisition and monetisation should be complementary, and it’s critical to see which partners are delivering the strongest results. The opportunity to inform better targeting, smarter user acquisition and more effective monetisation through ad revenue tracking support is a step forward for both publishers and the overall ecosystem,” said AdColony chief customer officer Bryan Buskas.

By matching in-app ad revenues with marketing activities, ad revenue attribution provides marketers with timely access to revenue data. These insights inform decisions about campaign optimisation, retargeting and user segmentation without having to set-up or train the team on a separate, overly complex real-time business intelligence system.

AppsFlyer customers can enable ad revenue attribution in a matter of minutes by providing a few pieces of information when they’re logged into the platform like their account ID. Once they’ve saved the information, the ad revenue data will begin syncing automatically, as in-app events already do.

Matan Tessler“Previously, only the most advanced marketers were able to include ad revenue in their LTV calculations as this required setting up a number of custom integrations in a third-party business intelligence platform, which is both challenging and time consuming. As a result, many marketers were left to optimise their campaigns based on an incomplete LTV calculation. Ad revenue attribution will eliminate this problem moving forward, so marketers will be well informed and able to make campaign decisions that will maximise their ROI,” said AppsFlyer head of product Matan Tessler.

“For the past few years, most marketers have been optimising based on an incomplete calculation of their customers’ LTV. Marketers optimised their campaigns and initiatives based on looking at an LTV that showed only half of the picture. Our goal at ironSource is to simplify complex processes for developers to empower them to run their app businesses more successfully. Adding ad monetisation revenue data to the equation will not only help mobile marketers make the leap to full ROI-based media planning, but adds a valuable level of sophistication to the entire app marketing ecosystem,” said ironSource VP of growth, developer solutions Yevgeny Peres.